Apple, Amazon Dominate Mobile Satisfaction

ANN ARBOR, Mich., Jan. 12, 2012 /PRNewswire/ – E-retail giants Apple and Amazon are head and shoulders above the competition in a study of customer satisfaction with top retail mobile sites and apps released today by customer experience analytics firm ForeSee. ForeSee was able to collect enough data to produce statistically reliable mobile satisfaction scores for 16 of the largest e-retailers in the United States. Apple and Amazon, which scored 85 and 84, respectively, on the study’s 100-point scale, topped the list by a wide margin.

Website

Satisfaction

with Mobile

Experience

Satisfaction

with Web

Experience

Store.Apple.com

85

83

Amazon.com

84

88

Dell.com

78

80

Netflix.com

77

79

eBay.com

77

80

BestBuy.com

76

78

Staples.com

76

78

Avon.com

75

83

BN.com

75

81

HomeDepot.com

75

78

VictoriasSecret.com

75

81

Toysrus.com

74

75

Blockbuster.com

73

75

Target.com

72

76

Walmart.com

72

79

Sears.com

71

75

Other findings from the research show the growing role mobile is playing in the retail experience:

A third of online shoppers (34%) used their mobile phones to research products while 15% made a purchase directly from their phone, up from 11% last year.

One in five online shoppers (19%) used a mobile phone to compare prices or products while shopping in a retail location.

19% of all online shoppers are now using mobile phones to compare prices while shopping inside a store.

“The smartphone is a powerful shopping tool and a double-edged sword. Consumers will use it to research products and check a retailer’s own site while they’re in the store, but they’ll also use it to compare prices and check out the competition,” added Freed. “The gap between mobile experience and web experience is an opportunity for retailers as much as it is a liability. We know consumer expectations will only continue to grow, and right now Amazon and Apple are setting a very high bar.”